The European Union Intellectual Property Office ruled in favor of Apple after blocking the registration of a citrus fruit logo submitted by Chinese keyboard manufacturer Yichun Qinningmeng Electronics. The design, which shows a segmented fruit with a green leaf, was considered by Apple to evoke its iconic apple logo. Although the EUIPO did not accept all of the company's claims, it acknowledged minor similarities and sided with the tech giant due to its notoriety.
How brand reputation outweighs design 🍊
The ruling is based on the high distinctiveness acquired by the Apple brand in the European Union. The EUIPO concluded that, although the visual differences between a bitten apple and a citrus slice are notable, the public could establish a mental link between both signs due to the fame of the Cupertino company. This legal principle, known as extended protection for well-known marks, allows companies like Apple to block registrations that, while not identical, benefit from or harm its reputation. The decision sets a precedent regarding the scope of these protections.
The apple won't even let an orange grow in peace 🍎
It seems that for Apple, any fruit with a little leaf is suspicious of wanting to be its distant cousin. The Chinese manufacturer must now rethink its logo, perhaps opting for a square watermelon or a pear with a hat to avoid problems. Meanwhile, the apple continues to protect its fruity throne tooth and nail, making it clear that in the orchard of brands, it is the only one that can have a bite.